2. Consumer research methodologies

Researchers often use more than one research approach. They can use observational techniques and study directly what happens. They can also perform experimental research where some information is controlled and manipulated and then observed. They may start with getting background information, conducting qualitative research (e.g. focus group) to explore the issues. Finally they might use quantitative research (e.g. survey) in order to devise specific issues that matter to the research in particular.

Qualitative versus quantitative consumer research